As a newly engaged couple, Jules and Shay have a lot to look forward to: a destination wedding, starting fertility treatments and the potential of buying a home. But their goals have a short horizon, are they able to save enough to accomplish three large milestones within a five-year period? In this episode, Jules and Shay sit down with Carolina, a Morgan Stanley Financial Advisor to discuss short- and long-term savings strategies, utilizing company benefits and how their families can help them save for a down payment . For more information about this episode and the topics covered, check out our episode page and explore how you can connect with a Morgan Stanley Financial Advisor . Important information about your relationship with your Financial Advisor and Morgan Stanley Smith Barney LLC when using a Financial Planning tool. 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Contenido proporcionado por Greenbook. Todo el contenido del podcast, incluidos episodios, gráficos y descripciones de podcast, lo carga y proporciona directamente Greenbook o su socio de plataforma de podcast. Si cree que alguien está utilizando su trabajo protegido por derechos de autor sin su permiso, puede seguir el proceso descrito aquí https://es.player.fm/legal.
Immerse yourself in the evolving world of market research, insights and analytics, as hosts Lenny Murphy and Karen Lynch explore factors impacting our industry with some of its most innovative, influential practitioners. Spend less than an hour weekly exploring the latest technologies, methodologies, strategies, and emerging ideas with Greenbook, your guide to the future of insights.
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Contenido proporcionado por Greenbook. Todo el contenido del podcast, incluidos episodios, gráficos y descripciones de podcast, lo carga y proporciona directamente Greenbook o su socio de plataforma de podcast. Si cree que alguien está utilizando su trabajo protegido por derechos de autor sin su permiso, puede seguir el proceso descrito aquí https://es.player.fm/legal.
Immerse yourself in the evolving world of market research, insights and analytics, as hosts Lenny Murphy and Karen Lynch explore factors impacting our industry with some of its most innovative, influential practitioners. Spend less than an hour weekly exploring the latest technologies, methodologies, strategies, and emerging ideas with Greenbook, your guide to the future of insights.
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Visa’s Paula Guarín, Head of Consumer Insights & Marketing Analytics for Latin America & the Caribbean (LAC), joins Karen Lynch to unpack how a 13-person team blends primary research with transactional data to drive brand and business results. Paula shares her career path from agency intern to regional leader, explains why embedding insights leaders in-country matters, and breaks down six priority areas—from agile testing to say-do correlation and ROI on insights. She also spotlights region-specific dynamics (Brazil/Argentina vs. Mexico/DR), double-digit e-commerce growth, and how agentic AI may reshape purchase behavior. Plus: building revenue by selling research to clients, Visa University’s role in upskilling, “five trends in five minutes,” and fresh learnings on ultra-affluent travelers and category liquidity. A masterclass in impact, communication, and human-centered research at scale. Key Discussion Points: Team design: In-country insight leads + regional standards for speed and comparability. Data fusion: Precise surveys + transactional “do” data to measure real impact. Core priorities: Thought leadership, agile testing, tracking/MMM, descriptives, say-do, and client-funded studies. Regional nuance: Different disruption levels (Brazil/Argentina vs. Mexico/DR) and why local vendors matter. Trends: Double-digit e-commerce growth and early signals of AI agents influencing purchases. Resources & Links: Visa IIEX LATAM Walmart Luminate You can reach out to Paula Guarin on LinkedIn. Many thanks to Paula Guarin for being our guest. Thanks also to our production team and our editor at Big Bad Audio .…
In this episode of the Greenbook Podcast, host Karen Lynch sits down with Matt O’Mara, President of Cranbrook Search Consultants, to discuss the state of hiring and career development in the insights industry. With more than 30 years of experience spanning client, supplier, and recruiting roles, Matt offers an insider’s view on the opportunities and challenges shaping today’s job market. From the advantages of working with a search firm, to misconceptions about recruiters, to the growing role of AI in hiring and candidate preparation, this conversation is packed with timely advice. Whether you’re an active job seeker, a hiring manager navigating a slow market, or a researcher thinking about your next career step, Matt’s perspectives on networking, skill-building, and the future of work will leave you with actionable takeaways. Key Discussion Points: Why search firms can be a strategic advantage for both candidates and hiring companies Misconceptions about recruiters—and how ethical consultants add real value Current hiring market conditions: demand shifts, sector slowdowns, and where growth remains strong The role of AI in hiring and how candidates can smartly use AI to prepare resumes and interviews Remote, hybrid, and gig work: how work arrangements are evolving in the insights industry Resources & Links: Cranbrook Search Consultants Insights Career Network Freakonomics Radio (Stephen Dubner’s podcast) The Prof G Pod with Scott Galloway Marketplace with Kai Ryssdal Insights on the Brink by Tim Hoskins You can reach out to Matt O’Mara on LinkedIn . Many thanks to Matt O’Mara for being our guest. Thanks also to our production team and our editor at Big Bad Audio .…
In this episode of the Greenbook Podcast, host Karen Lynch sits down with Bethan Blakeley, Research & CX Manager at SimpliSafe UK , to discuss her journey from agency-side researcher to client-side insights leader. Bethan shares what it’s like to be a research team of one, balancing strategic priorities with stakeholder demands, and how she builds trust with both agencies and internal partners. She also opens up about work-life balance as a parent of two, the importance of transparent communication, and why trust is at the heart of successful client–agency partnerships. From shaping TV ad campaigns to instilling customer-centricity across her organization, Bethan reveals how insights come to life when researchers are empowered. Key Discussion Points: Transitioning from agency to client side and lessons learned. Building insights functions as a team of one at SimpliSafe UK. Why trust and transparent communication are essential in client–agency relationships. Balancing stakeholder priorities while driving strategic research. Navigating parental leave, work-life balance, and modeling healthy boundaries. Resources & Links: SimpliSafe UK SimpliSafe US Zappi AURA UK You can reach out to Bethan Blakeley on LinkedIn . Many thanks to Bethan Blakeley for being our guest. Thanks also to our production team and our editor at Big Bad Audio .…
In this episode of the Greenbook Podcast, host Karen Lynch sits down with longtime friend and industry veteran Michelle Finzel, Senior Manager of Consumer Insights at DAP Global. Michelle shares her unique career journey — from growing up in her mother’s market research business, to running Maryland Marketing Source for nearly a decade, to making the leap into corporate life at a leading home improvement manufacturer. She reflects on navigating the challenges of COVID, letting go of business ownership, and discovering new fulfillment and balance in an in-house role. Along the way, Michelle offers valuable lessons on transferable skills, building collaborative teams, streamlining vendor relationships, and embracing change with confidence. Key Discussion Points: Michelle’s career evolution from small business owner to corporate insights leader Lessons learned transitioning from self-employment to working within a large organization How DAP integrates research into product development and innovation Balancing in-house capabilities with trusted external research partners The importance of community, collaboration, and inclusive workplace initiatives Resources & Links: DAP Global Qualitative Research Consultants Association (QRCA) You can reach out to Michelle Finzel on LinkedIn . Many thanks to Michelle Finzel for being our guest. Thanks also to our production team and our editor at Big Bad Audio .…
In this episode of the Greenbook Podcast, host Lenny Murphy sits down with Tamanna Dhamija, Co-founder and CEO of Convosight and ConvoTrack, to explore the power of AI-driven video intelligence in modern brand building. From her investment banking roots to leading one of the most innovative platforms in consumer insights, Tamana shares her journey of curiosity, problem-solving, and purpose. She explains how brands can extract real-time, unprompted insights from consumer-generated video content—and why this capability is reshaping how teams across marketing, insights, and even sales make decisions. The conversation touches on AI's role in accelerating action, the rise of one-person "AI-augmented" companies, and why democratizing data access might be the key to staying competitive. If you’re in market research, brand strategy, or digital innovation—don’t miss this one. Key Discussion Points: How ConvoTrack uses AI to analyze video content for deep consumer insights The shift from static dashboards to real-time, conversational intelligence Why brand, insight, and AI teams need shared access to consumer date Tamanna’s journey from investment banking to insights entrepreneurship How human engagement and AI augmentation together power innovation Resources & Links: ConvoTrack – AI-powered video intelligence platform Convosight – Community-led growth platform You can reach out to Tamanna Dhamija on LinkedIn . Many thanks to Tamanna Dhamija for being our guest. Thanks also to our production team and our editor at Big Bad Audio .…
In this episode of the Greenbook Podcast, Lenny Murphy chats with Matt Powell, Managing Director of North America at B2B International. With over 20 years at the company, Matt shares his journey from phone-room interviewer to senior leadership and offers an insider’s perspective on the evolving world of B2B market research. The conversation dives deep into how emotional drivers have overtaken rational ones in B2B decision-making, the rising demand for trustworthy data, and the role of synthetic data and AI in delivering faster insights. Matt also discusses how B2B International’s integration into Dentsu and the launch of Dentsu B2B is reshaping end-to-end research, strategy, and execution. For anyone navigating the intersection of business insights and innovation, this is a must-listen. Key Discussion Points: Matt Powell’s 20-year career journey at B2B International and lessons from the phone room How emotion and trust are now leading drivers in B2B decision-making The role of AI, synthetic data, and rapid insights in modern B2B research Importance of data quality and human validation in high-stakes B2B studies Dentsu B2B’s integrated model: combining media, creative, CX, and insights Resources & Links: B2B International Merkle (Dentsu) Greenbook GRIT Report You can reach out to Matt Powell on LinkedIn . Many thanks to Matt Powell for being our guest. Thanks also to our production team and our editor at Big Bad Audio .…
In this episode of the Greenbook Podcast, host Karen Lynch speaks with Joel Renkema, Global Head of Insights at Inter IKEA Group. From foundational lessons at Procter & Gamble to shaping strategy at one of the world’s most iconic retail brands, Joel shares how IKEA integrates insights across its entire value chain—from supply and logistics to retail and communication. The conversation covers the power of ethnographic research, IKEA’s unique approach to segmentation and innovation, and how foresight planning informs sustainable, long-term strategies. Joel also discusses how empathy, immersion, and activation are essential for future-proofing insights teams and keeping research human in an AI-driven world. Key Discussion Points: Joel’s career journey from P&G to Inter IKEA and what he learned at each stop How IKEA uses ethnographic research and employee-led home visits to fuel innovation A reframing of segmentation—designing for life stages and universal needs rather than narrow targets The strategic role of foresight in planning for climate, mobility, and urbanization Why empathy and business immersion matter more than perfect data in impactful insights work Resources & Links: Inter IKEA Group IKEA Life at Home Report You can reach out to Joel Renkema on LinkedIn . Many thanks to Joel Renkema for being our guest. Thanks also to our production team and our editor at Big Bad Audio .…
In this episode of the Greenbook Podcast, host Karen Lynch sits down with mixed methods researcher Megan Ruxton—most recently with the FDA and previously with Vibrant Health—to explore how researchers can turn ambiguity into action. From academia to public health to tech, Megan’s career has been driven by a passion for applied behavioral research. She shares how mixed methods can uncover the “unpredictable magic” of human behavior—insights that AI alone can’t capture. The conversation touches on building structure from chaos, navigating stakeholder resistance, the future role of AI in research, and why researchers must embrace both the messy and the measurable. Megan’s blend of optimism, experience, and human-centered thinking offers a refreshing perspective on what’s next for the insights industry. Key Discussion Points: Why applied research brings more impact than theoretical work How to structure ambiguity using tools like logic models and the Five Whys Defining true mixed methods—and how to select the right sequence The irreplaceable role of “emotional squishiness” in a world leaning on AI What makes insights actionable in high-stakes decision-making Resources & Links: Beneath the Why – Christopher Brace’s workshop referenced in the episode You can reach out to Megan Ruxton on LinkedIn . Many thanks to Megan Ruxton for being our guest. Thanks also to our production team and our editor at Big Bad Audio .…
In this episode of the Greenbook Podcast, host Karen Lynch sits down with Kira Greenberg, Senior Manager of Brand Insights for Jameson at Pernod Ricard USA. With a background in anthropology and deep qualitative research, Kira brings a unique perspective to brand strategy and cultural relevance. She shares how storytelling functions not just as a tool for communication but as a foundation for strategic brand decisions. The conversation spans her category shift from media to spirits, working within a multinational matrix, and the nuanced role of AI in modern research. If you're in insights, marketing, or strategy, this episode will leave you thinking differently about how research connects people, culture, and brands. Key Discussion Points: The power of storytelling in strategic brand insights Shifting categories: from Warner Bros. to Pernod Ricard Cultural nuance and the art of connecting with diverse audiences AI’s evolving role in qualitative research workflows Why the future of insights depends on deep strategic partnership Resources & Links: Pernod Ricard USA Jameson Whiskey Greenbook's IIEX North America You can reach out to Kira Greenberg on LinkedIn . Many thanks to Kira Greenberg for being our guest. Thanks also to our production team and our editor at Big Bad Audio .…
In this episode, Greenbook’s Karen Lynch sits down with Sarah Snudden, Head of US Consumer Insights at JDE Peet’s, for a lively conversation spanning career journeys, coffee obsession, and cutting-edge AI innovation. Sarah shares how her path led from Clorox and Seventh Generation to premium beverage insights at JDE Peet’s, and how she’s using AI agents to explore white space innovation and generate impactful product names. They also unpack key takeaways from IIEX North America, including the evolving role of emotion in insights, why AI must serve research—not define it—and how industry connections fuel continuous learning. A must-listen for insight pros navigating fast-changing tech and business needs. Key Discussion Points: Sarah’s career evolution from Clorox to Keurig to JDE Peet’s and her passion for premium coffee brands like L’OR and Tea Forté Using AI agents for innovation: how One Strategy Studio’s modular model helps identify white space and accelerate naming The changing conversation around AI in research: moving from hype to practical use cases Takeaways from IIEX North America, including standout sessions, trends, and why human insight still matters Advice for researchers ready to experiment with new tools: start small, focus on outcomes, and skip the tech jargon Resources & Links: JDE Peet’s One Strategy Studio IIEX North America You can reach out to Sarah Snudden on LinkedIn . Many thanks to Sarah Snudden for being our guest. Thanks also to our production team and our editor at Big Bad Audio .…
1 146 - Inside Fandom, Innovation & Global Research with Sofia Gomez-Garcia of Warner Bros. Discovery 37:39
In this episode, Karen Lynch sits down with Sofia Gomez-Garcia, Executive Director of Innovation, Special Projects, and Global Community Management at Warner Bros. Discovery. Sofia shares the behind-the-scenes story of managing the A-List—WBD’s long-standing, non-incentivized insights community of over 45,000 fans—and how fandom fuels research agility and engagement. She unpacks how WBD expands globally while preserving local relevance, and dives into groundbreaking studies like the company’s biometric research on nostalgia-driven content discovery. Plus, hear why Sofia is bullish on experimentation, gamification, and AI’s potential to elevate both speed and quality in insights. Key Discussion Points: The evolution and impact of the Warner Bros. A-List community Why a non-incentivized panel works—and how fandom drives participation The strategic use of sub-communities (e.g., Harry Potter, DC) Expanding globally: launching in Japan, France, and Germany Biometric research on nostalgia, content browsing, and emotional response Balancing innovative and traditional methodologies Sofia’s forward-looking take on AI, synthetic data, and research integrity Resources & Links: Warner Bros. Discovery NeuralSense (biometric research partner) You can reach out to Sofia Gomez Garcia on LinkedIn . Many thanks to Sofia Gomez Garcia for being our guest. Thanks also to our production team and our editor at Big Bad Audio .…
In this episode of the Greenbook Podcast, Karen Lynch sits down with Kalindi Mehta, Global VP of Consumer Foresight, Strategy, and Predictive Analytics at Estée Lauder Companies. Kalindi shares how the beauty industry’s emotional, cultural, and highly personalized nature requires real-time consumer insight and constant innovation. She discusses how AI is transforming the end-to-end insights process—from sensing trends and matching products to co-creating with influencers and optimizing business results. Kalindi also dives into the skills and mindset insights professionals need to thrive in an AI-driven future, and offers practical leadership advice for driving transformation within organizations. A must-listen for anyone navigating the evolving intersection of data, creativity, and consumer foresight. Key Discussion Points: How Estée Lauder uses AI to drive consumer foresight and innovation The cultural and emotional complexity of beauty consumers Building insights capabilities that scale across global teams Why AI enhances—rather than replaces—human expertise Skills and leadership strategies for thriving in AI-powered insights work Resources & Links: Estée Lauder Companies You can reach out to Kalindi Mehta on LinkedIn . Many thanks to Kalindi Mehta for being our guest. Thanks also to our production team and our editor at Big Bad Audio .…
In this episode, host Karen Lynch welcomes Ali Henriques, Global Director at Qualtrics Edge, for a deep dive into the transformation of research services at Qualtrics and how AI is shaping the future of insights. Ali shares her journey from cruise industry research to leading a $120M insights division, revealing how Qualtrics Edge is democratizing access to data through Instant Insights and synthetic audiences. The conversation explores how synthetic data enhances agility, why continuous model hydration is critical, and how companies like Booking.com are already testing these capabilities. With humor, passion, and deep expertise, Ali offers a clear-eyed look at the future of market research and how teams can start exploring AI-driven solutions—today. Key Discussion Points: What Qualtrics Edge is and how it reimagines traditional research services Instant Insights: Merging syndicated data with real-time behavioral signals Synthetic audiences: Training proprietary LLMs to scale insight generation Booking.com ’s pilot study and lessons learned from synthetic data comparisons The future of research: fast-twitch insights, agentic AI, and democratized decision-making Resources & Links: Qualtrics Edge Overview Booking.com Qualtrics X4 Experience Summit Greenbook IIEX Events You can reach out to Ali Henriques on LinkedIn . Many thanks to Ali Henriques for being our guest. Thanks also to our production team and our editor at Big Bad Audio .…
1 143 - Driving Innovation and Elevating Talent: Katie O’Connor on the Future List & Behaviorally’s Mission 40:41
In this inspiring episode of The Greenbook Podcast , host Karen Lynch is joined by Katie O’Connor, incoming SVP of Key Accounts at Behaviorally, to celebrate the 2025 Greenbook Future List honorees. Together, they explore the importance of innovation, mentorship, and visibility in shaping the future of insights. Katie reflects on her career journey, the qualities that fuel success in the research industry, and why Behaviorally chose to sponsor this year’s Future List. The conversation highlights emerging leaders, powerful quotes from honorees, and how industry-wide collaboration is shaping a more inclusive and dynamic future. Key Takeaways: The Greenbook Future List honors early-career professionals driving innovation, strategy, and community impact. Behaviorally’s commitment to nurturing talent and future-facing solutions. Qualities like passion, resilience, creativity, and strategic thinking are consistent markers of rising stars. Mentorship plays a critical role in personal growth and industry transformation. Supporting initiatives like the Future List is an investment in the future of insights. Resources & Links: Learn more about Behaviorally Discover the 2025 Greenbook Future List Honorees Explore Greenbook Events and get involved You can reach out to Katie O’Connor on LinkedIn . Many thanks to Katie O’Connor for being our guest. Thanks also to our production team and our editor at Big Bad Audio .…
1 142 - Navigating AI, Data Science, and the Future of Insights with Deb from Sigmoid Analytics 31:12
In this episode of The Greenbook Podcast , host Lenny Murphy sits down with Deb , Director of Data Science at Sigmoid Analytics and a 2025 Greenbook Future List Honoree . Deb shares insights into solving complex data challenges, the evolving role of Gen AI in analytics, and how companies are integrating AI-driven efficiencies. They discuss the future of data science , the shift towards strategic problem-solving , and the importance of upskilling talent in an AI-powered world. Tune in for a thought-provoking discussion on how organizations are embracing AI while navigating unknowns in the industry. Key Takeaways: AI is revolutionizing data analytics , but strategic thinking and human expertise remain essential. Organizations must embrace unknowns and invest in future-proof AI strategies . The industry is shifting from traditional statistical models to AI-driven insights with LLMs and automation . The future of analytics will prioritize business impact over technical complexity . Developing strong problem-solving skills is critical for the next generation of data scientists . Resources & Links: Learn more about Sigmoid Analytics You can reach out to Debapriya Das on LinkedIn . Many thanks to Debapriya Das for being our guest. Thanks also to our production team and our editor at Big Bad Audio .…
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1 141 - Bringing Consumer Centricity to Pharma: Val Pastrana on Innovation, Insights, and the Future of Research 44:19
In this episode, Greenbook Podcast host Karen Lynch sits down with Val Pastrana, Global Consumer Science Lead for the AMEA region at Sanofi. With a career spanning leading CPG giants like P&G, Unilever, and Mondelēz, Val shares his journey in insights, innovation, and consumer science. He discusses the importance of embedding consumer-centricity in pharmaceutical product development, the balance between AI-driven research and human-led insights, and the value of a global perspective in shaping innovation. Val also delves into his leadership philosophy, emphasizing authenticity, psychological safety, and fostering individual strengths. Tune in for an engaging discussion on the future of insights and the role of technology in shaping consumer research. Key Takeaways: Consumer insights should be embedded in R&D for true innovation. A global perspective helps balance market-specific needs with scalable solutions. AI is a valuable tool but cannot replace human observation and context. Understanding the deeper motivations behind consumer behavior leads to better innovation. Leadership is about authenticity, nurturing strengths, and fostering psychological safety. Future-back innovation identifies trends by studying extreme consumers. Resources & Links: Learn more about Sanofi Consumer Healthcare You can reach out to Val Pastrana on LinkedIn. Many thanks to Val Pastrana for being our guest. Thanks also to our production team and our editor at Big Bad Audio .…
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1 140 - Future-Proofing Innovation: Aeton Lim on Strategy, DEI, and the Evolving Role of Insights 36:28
In this episode of The Greenbook Podcast , host Karen Lynch sits down with Aeton Lim, an Innovation Consulting Manager at Nielsen IQ and a 2025 Future List honoree. Aeton shares his global perspective on market insights, innovation strategy, and how organizations can future-proof their decision-making. He discusses his expertise in emerging markets, the role of corporate governance, sustainability, and his leadership in DEI initiatives. Tune in to gain valuable insights on how businesses can align strategy with external market forces and leverage thought leadership for competitive advantage. Topics Covered: Aeton Lim’s role at Nielsen IQ and global consulting experience Strategic decision-making and innovation’s role in corporate growth The importance of aligning business strategy with external market forces Key trends in emerging markets and consumer behavior shifts The role of corporate governance and sustainability in business success The impact of DEI initiatives and the benefits of reverse mentoring Luxury market trends and digital transformation in e-commerce Future-proofing insights and innovation for sustainable growth Resources & Links: Visit Aeton Lim’s website Learn more about Nielsen IQ You can reach out to Aeton Lim on LinkedIn. Many thanks to Aeton for being our guest. Thanks also to our production team and our editor at Big Bad Audio .…
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1 139 - Challenging the Status Quo: Daniel Wu on Innovation, Inclusion, and the Future of Market Research 42:14
In this episode of The Greenbook Podcast , host Karen Lynch sits down with Daniel Wu, Founder and CEO of Nimbly Research and a 2025 Future List honoree. Daniel shares his journey from digital marketing to founding a research firm, driven by a desire to challenge industry norms and push for more inclusive methodologies. They discuss his approach to entrepreneurship, creative problem-solving, and how Nimbly is pioneering innovative ways to reach underrepresented audiences. Daniel also opens up about leadership, mental health, and the importance of fostering a workplace culture that values curiosity and well-being. Tune in for an inspiring conversation about rethinking traditional research practices and embracing change in the insights industry. Topics Covered: Daniel Wu’s transition from digital marketing to market research The inspiration behind founding Nimbly Research Rethinking traditional recruitment and data collection methods How to foster a culture of innovation and curiosity in research The importance of inclusivity and reaching underrepresented voices Entrepreneurial lessons and challenges of launching a business Leadership, mental health, and work-life balance The evolving role of AI in research Resources & Links: Learn more about Nimbly Research You can reach out to Daniel on LinkedIn . Many thanks to Daniel Wu for joining the show. Thanks also to our production team and our editor at Big Bad Audio .…
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Greenbook Podcast
In this episode of the Greenbook Podcast , host Karen Lynch sits down with Paul Thomas, International Insight Director and Global Head of Shopper Insight at Suntory Global Spirits. Known for his extensive experience and leadership in the insights industry, Paul shares his journey from working on the agency side to leading global insights for top-tier brands like Ferrero, Diageo, and Asahi. They discuss the evolving role of client-side researchers, the challenges faced by the spirits industry, and the importance of driving ROI through actionable insights. Paul offers a candid look at how researchers must step beyond data to become persuasive storytellers and business drivers. Whether you're on the agency or client side, this episode is packed with wisdom for navigating the changing landscape of market research. Topics Covered: Paul’s Career Journey Transitioning from agencies like Nielsen and Ipsos to leading insights for global brands. Lessons learned from working in diverse markets, including Africa and Asia. The State of the Spirits Industry Challenges faced by alcohol brands in a post-pandemic world. How rising health consciousness and changing consumer habits impact brand strategy. Driving ROI in Insights Shifting from data delivery to actionable recommendations. The art of persuasion and why storytelling alone isn’t enough. Client-Agency Dynamics What makes a successful partnership. Paul’s advice for agencies: be bold, collaborative, and insightful. The Role of AI and the Future of Insights Opportunities and risks of AI in research. Why traditional methods still hold value in an increasingly tech-driven industry. Resources & Links: Learn more about Suntory Global Spirits: Suntory.com You can reach out to Paul on LinkedIn . Many thanks to Paul Thomas for joining the show. Thanks also to our production team and our editor at Big Bad Audio .…
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Greenbook Podcast
In this episode of the Greenbook Podcast, Lenny Murphy sits down with Samuel Cohen, CEO and co-founder of FairGen, to explore the transformative potential of synthetic data in market research. Samuel shares his journey from pursuing a PhD in AI and synthetic data at UCL to founding FairGen and revolutionizing data quality for hard-to-reach audiences. The conversation delves into the critical distinction between augmentation and replacement in synthetic data, how FairGen’s approach addresses data scarcity and enhances insights, and the opportunities and risks of this emerging technology. Whether you're curious about the future of synthetic sampling or the implications for consumer insights, this episode is packed with forward-thinking ideas. Key Discussion Points: Samuel’s Background: From a PhD at UCL to leading FairGen and addressing data quality challenges in market research. FairGen’s Mission: Improving insights by using synthetic data to augment sample size for hard-to-reach populations and niches. Synthetic Data Explained: Understanding the two families of synthetic data approaches: LLM-based and high-quality survey-trained models. Real-World Applications: How synthetic sampling boosts trackers for CPG brands and its potential use in public policy and political polling. Navigating Risks: The importance of guidelines, transparency, and collaboration to ensure proper use of synthetic data technologies. Future of Research: Why synthetic sampling is here to stay and how it’s shaping the future of consumer insights and decision-making. Resources/Links: FairGen Website: fairgen.ai GRIT Report: Explore Key Insights You can reach out to Samuel on LinkedIn . Many thanks to Samuel Cohen for joining the show. Thanks also to our production team and our editor at Big Bad Audio .…
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Greenbook Podcast
1 136 - Bridging Insights and Innovation: Dilek Ozler of Colgate-Palmolive on AI, Semiotics, and Consumer Connections 36:26
In this episode, Lenny Murphy welcomes Dilek Ozler, Global Strategic Insights and Analytics Director at Colgate-Palmolive, to discuss the evolving world of consumer insights. Dilek shares her journey from the supplier side at Ipsos to leading roles at Unilever, Kenview, and now Colgate-Palmolive. They dive into the importance of balancing advanced technologies like AI and social analytics with the human touch in consumer research. From her experiences with impactful projects in global markets to her thoughts on the future of synthetic respondents and healthcare professional research, Dilek provides a thoughtful perspective on the skills and strategies shaping the insights industry today. Key Discussion Points: Career Journey: From Ipsos to Colgate-Palmolive, Dilek reflects on her transition from supplier to client-side roles and the lessons learned along the way. AI and Analytics: How AI is reshaping insights work and why the human element remains critical in interpreting data and connecting the dots. Impactful Projects: Dilek’s experience in using semiotics to crack the Russian market for Domestos and the rewarding nature of seeing insights-driven changes come to life. Balancing Human and Machine: The role of social listening, trend forecasting, and the need for authentic consumer connections in a data-driven world. Emerging Trends: Dilek’s thoughts on synthetic respondents and their potential to address confidentiality and representativeness challenges. Fundamentals of Insights: The timeless importance of actionable insights and connecting data points to serve leadership effectively. Resources/Links: Colgate-Palmolive Careers: Learn More Mentioned Product: Domestos You can reach out to Dilek on LinkedIn . Many thanks to Dilek Ozler for joining the show. Thanks also to our production team and our editor at Big Bad Audio .…
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Greenbook Podcast
In this episode, Karen Lynch sits down with Barry Jennings, Director of Cloud and Commercial Business Planning Insights at Microsoft, to explore the fascinating world of B2B research and its intersection with cutting-edge AI technologies. Barry shares insights from his extensive experience at Microsoft, Dell, and BlackBerry, providing a behind-the-scenes look at how research drives innovation in the cloud and AI sectors. From tackling sample quality issues to leveraging AI for faster and smarter decision-making, this conversation is packed with actionable insights for researchers and marketers alike. Whether you're curious about the evolving role of insights professionals or looking for strategies to thrive in the age of AI, this episode delivers thought-provoking ideas and practical advice. In this episode, we’ll explore : B2B Research Dynamics: How Barry’s team at Microsoft supports the commercial business, including cloud and AI solutions like Azure, GitHub, and Fabric. Insights Professional’s Journey: Barry’s career path from fieldwork to leading insights teams at major tech companies like Dell and BlackBerry. Leveraging AI in Research: How large language models and AI tools are transforming research workflows, increasing efficiency, and enhancing storytelling. Challenges in B2B Insights: The unique hurdles of engaging technical audiences, tackling sample fraud, and monetizing innovative cloud-based products. Future Outlook: Barry’s advice on adapting to AI advancements and becoming a smarter storyteller to make a bigger impact. Resources/Links: Microsoft Azure You can reach out to Barry on LinkedIn . Many thanks to Barry Jennings for joining the show. Thanks also to our production team and our editor at Big Bad Audio .…
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Greenbook Podcast
1 134 - Unpacking Programmatic Sampling with JD Deitch: Challenges, Innovation, and the Future of Research 54:15
In this episode, JD Deitch, veteran market researcher and advisor, joins us to dive deep into the complexities of programmatic sampling, data quality, and the evolving role of AI in research. We discuss how the "enshittification" of sampling has impacted the participant experience and what innovative solutions are emerging to address these challenges. JD shares his thoughts on the engagement crisis, polling representivity, and the critical importance of collective action in the research industry. Whether you're a seasoned researcher or exploring new methodologies, this conversation provides actionable insights to navigate the future of market research with confidence. In this episode, we’ll explore : The Enshittification of Sampling: JD explains the term coined by Cory Doctorow and its relevance to the state of programmatic sampling. Polling Challenges: Why representivity and engagement issues in surveys can lead to significant errors in public polling and beyond. The Role of AI in Research: How technology is reshaping qualitative and quantitative methods while exposing new risks. Client Expectations and Data Quality: The delicate balance of price, speed, and quality in client demands—and why that needs to change. Future Outlook: Why scalable qualitative methods, synthetic data, and innovative panels are reshaping research—and what’s next for the industry. Resources/Links: JD Deitch’s Website: jddeitch.com Ebook: The Enshittification of Programmatic Sampling Cory Doctorow’s Work: Link to Cory Doctorow’s Articles You can reach out to JD on LinkedIn . Many thanks to JD Deitch for joining the show. Thanks also to our production team and our editor at Big Bad Audio .…
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Greenbook Podcast
1 133 - Navigating Uncertainty: Scenario Planning with Kerry Group’s David Deeley & Brian Short 36:02
In this episode of The Greenbook Podcast , host Karen Lynch is joined by David Deeley, Senior Insights Manager, and Brian Short, Consumer Insights Specialist, from Kerry. Together, they discuss the importance of scenario testing to tackle uncertainty in the food and beverage industry. Drawing from their presentation at IIEX Europe, David and Brian explain how Kerry uses foresight and scenario planning to anticipate shifts in the market, navigate challenges like climate change, and support innovation. This thought-provoking conversation explores how frameworks and collaboration between insights, R&D, and customers drive impactful solutions for the future. In this episode, we’ll explore : Scenario Planning Basics : How scenario testing differs from trend-based forecasting. FutureLens Framework : Kerry’s foresight program for anticipating industry shifts. Consumer Insights and Data Sources : Integrating proprietary research with macro trends. Use Cases : Examples of scenario planning in action, including innovations in iced beverages and supporting a major European retailer. Advice for Businesses : Tips on incorporating scenario planning into strategy and innovation efforts. Resources/Links : Kerry Taste and Nutrition Trends Kerry Health and Nutrition Institute IIEX Europe Information You can reach out to David on LinkedIn . You can reach out to Brian on LinkedIn . Many thanks to David Deeley and Brian Short for joining the show. Thanks also to our production team and our editor at Big Bad Audio .…
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Greenbook Podcast
In this inspiring episode of The Greenbook Podcast , host Karen Lynch chats with Michelle Andre , Managing Director, and Jessica Sage , Marketing Director, of WIRe (Women in Research) . Michelle and Jessica share the impact of WIRe’s programs on advancing women’s careers within the market research industry, from global networking events to targeted mentorship programs. They discuss their support for women through initiatives like WIRe Accelerate, WIRexec, and the 50/50 Initiative, which drives gender equality on industry stages. Whether you're an industry veteran or a newcomer, this episode offers valuable insights into creating supportive networks and fostering career growth. In this episode, we’ll explore : WIRe’s Global Impact : How WIRe is expanding to cities worldwide, offering networking and career development resources. WIRe Accelerate : A program offering career-enhancing knowledge on everything from financial skills to leadership development. Mentorship Program : Matching women in research with mentors to provide guidance and boost career confidence. WIRexec and the 50/50 Initiative : Programs supporting senior-level women and promoting gender balance on industry stages. Importance of Male Allies : Encouraging gender inclusivity to foster more supportive environments for women in research. Resources WIRe Website WIRe Accelerate Program WIRexec Information 50/50 Initiative Details Doing it Scared and the Meaning of Courage: Interview with Belinda Brown You can reach out to Michelle on LinkedIn . You can reach out to Jessica on LinkedIn . Many thanks to Michelle Andre and Jessica Sage for joining the show. Thanks also to our production team and our editor at Big Bad Audio .…
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Greenbook Podcast
In this episode, Lenny Murphy welcomes Stephan Gans , SVP Chief Insights Analytics Officer at PepsiCo , and Ryan Barry , President at Zappi , to discuss the launch of their new book and their transformational partnership that’s reshaping the consumer insights industry. Together, they dive into how PepsiCo and Zappi collaborated to transform the insights process, the evolution of their partnership, and how brands can leverage technology to gain deeper, faster consumer insights. Key takeaways include their lessons learned, the potential of AI in insights, and how to navigate the cultural change that’s essential for success in today’s market. In this episode, we’ll explore : The launch of the Consumer Insights Revolution book and its immediate success. How PepsiCo partnered with Zappi to transform insights into a strategic, tech-enabled function. Why owning your data is the real competitive advantage in a world of AI and digitalization. Insights on navigating the challenges of integrating technology into global companies. The future of consumer insights, and how AI will reshape data-driven decision-making. Resources: Consumer Insights Revolution Book on Amazon PepsiCo’s Website Zappi’s Website You can reach out to Stephan on LinkedIn . You can reach out to Ryan on LinkedIn . Many thanks to Stephan Gans and Ryan Barry for joining the show. Thanks also to our production team and our editor at Big Bad Audio .…
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Greenbook Podcast
In this episode of the Greenbook Podcast, host Lenny Murphy speaks with Robert Moran, a market research and public opinion expert, about the evolving concept of the American Dream and its impact on businesses. Robert shares insights from his career in political polling and consulting at Brunswick Group, explaining how the American Dream has shifted from a focus on material wealth to one of self-actualization and independence, especially among younger generations. They explore how these changes affect consumer behavior and marketing strategies, highlighting the importance of authenticity in connecting with modern audiences. The conversation also touches on cultural reflections of these shifts in music and the enduring symbolism of the "open road" in American life. You can reach out to Robert on LinkedIn . Many thanks to Robert for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio .…
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Greenbook Podcast
In this episode of the Green Book Podcast, Lenny Murphy and guest Rafa Cespedes recap the IIEX LATAM event, discussing the growth of the insights industry in Latin America and the impact of fostering innovation and cross-pollination between Latin American and U.S. markets. They explore how technology, including AI, has transformed the industry, while emphasizing the importance of human connection and cultural understanding. Rafa highlights the challenges and opportunities in adapting to new trends, and how brands must evolve to meet changing consumer needs. They also touch on the value of building a global community and sharing knowledge through collaborative efforts like IIEX events and other industry initiatives. You can reach out to Rafa on LinkedIn . Many thanks to Rafa for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio .…
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Greenbook Podcast
In this episode of the GreenBook Podcast, host Karen Lynch sits down with Jennifer Lien, UX Research Lead at Away, and Aaron Cannon, CEO and Co-Founder of Outset AI, to explore the collaborative journey behind Away's new soft side luggage line. They dive into how AI and user research came together to inform the product’s design, focusing on key insights from customers around durability and materials. Jennifer and Aaron share their experiences in scaling research with AI, the importance of curiosity in understanding user behavior, and how this partnership demonstrates the future of human-centered design. You can reach out to Jennifer on LinkedIn . You can reach out to Aaron on LinkedIn . Many thanks to Jennifer and Aaron for being our guests. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio .…
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Greenbook Podcast
In this episode of the Greenbook Podcast, host Karen Lynch sits down with Tino Klähne, Director of Strategic Innovation and Intelligence at Lufthansa Innovation Hub, to explore how his team is shaping the future of travel. Tino discusses how they use strategic intelligence to spot emerging opportunities and threats, employing cutting-edge tools like AI, an innovative "indicator stack," and even Wikipedia edits to predict industry shifts. They also dive into the exciting potential of the metaverse for aviation and how Lufthansa’s open approach to sharing insights is transforming the travel ecosystem. You can reach out to Tino on LinkedIn . Many thanks to Tino for being our guest. Thanks also to our producer, Natalie Pusch; and our editor, Big Bad Audio .…
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